Lafferty's research in cause-related marketing has helped establish her as one of
this area's foundational researchers. She has published articles in Journal of Advertising, Journal of Business Research, Psychology & Marketing and European Journal of Marketing among others. She was awarded the Outstanding Paper in a Track five times from the
Society for Marketing Advances and the Steven J. Shaw Award for Best Paper. Her research
has been cited over 1500 times in peer-reviewed journals nationally and internationally.
She serves on editorial review boards and as ad hoc reviewer for eight major marketing
journals; is in Who's Who in Business Higher Education and has been nominated for
best researcher in the college of business at USF in 2003 and 2004.

Dr. Lafferty received her BA from The Ohio State University, MS from University of
Illinois, and PhD from Florida State University. Work experience includes: corporate
communications for General Motors, advertising/PR for Flournoy and Gibbs, and sales
for Reams and Susquehanna Broadcasting.

Lafferty, Barbara A. (2009), "Selecting the Right Cause Partners for the Right Reasons:
The Role of Importance and Fit in Cause-Brand Alliances," Psychology & Marketing, 26 (4), 359-382

Future research goals

To explore ways to motivate greater consumer consciousness with respect to how we
live our lives. We are at the threshold of a new paradigm in the field of marketing.
The old model will not survive as we move into a future that places an emphasis on
conservation and renewable resources instead of disposability and consumption without
regard to the consequences.

Service

Editorial review board: Psychology & Marketing

Editorial review board: Journal of Business Research, Journal for Advancement of Marketing
Education